Apps and games
After the install, retention and payment are what matter
Apps and games grow abroad by optimising for in-app value, not installs: Google App campaigns in stages, Apple Search Ads for store search, and Web2App attribution linking web acquisition to in-app payment.
Optimise for in-app value, not install volume.
Core KPIs
CPI, retention, ROAS
Main channels
Google App campaigns, Apple Search Ads, YouTube
Representative clients and results
Growth blockers
High install costs
A small niche audience makes scale hard.
Many installs, low retention
Optimising for installs brings inactive users.
Not enough multi-market, multi-language creative
Every market needs localised video and images.
Web and app data in silos
Web acquisition can't be attributed to in-app payment.
The Bridge playbook
- 01
Google App campaigns
Optimised in stages: installs, in-app events, then value.
- 02
Apple Search Ads
Covers active search inside the iOS App Store.
- 03
Web2App attribution
Connects web acquisition to in-app payment.
- 04
Multi-language UGC and AI creative
Localised creative at volume per market; for games, AI-generated gameplay and character assets.
These are common starting combinations; the actual plan is set after the growth audit, by product, market and budget.
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